PENGARUH MINAT BELI PADA PRODUK MOBIL WULING

Muhammad Kemal, Suharyati Suharyati, Pusporini Pusporini

Abstract


This study aims to analyze and also determine the effect of price, product quality, and brand image on purchase intention. This research method is descriptive quantitative with 75 respondents of potential users and buyers of Wuling Confero cars scattered in the Jakarta area. The data analysis technique was taken through a questionnaire with descriptive and inferential data analysis techniques using Smart PLS 3. The results of this study indicate that the price and product quality have an effect on purchase intention. Meanwhile, brand image has no effect on purchase intention.



Keywords


Price; Product Quality; Brand Image; Purchase Interest

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